The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance
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Data de Publicação: | 2015 |
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Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/153 |
Resumo: | The placebo effect was first noted in studies in the areas of clinical medicine and pharmacology, and basically consists of the ability of inert products to produce effects because of the user’s belief in their efficacy. Stereotypes due to the country of origin of products is a global phenomenon, in which goods from countries with negative stereotypes are perceived as having worse quality in relation to products from countries with positive reputations. This study analyzed the occurrence of this effect for an energy drink, based on an experiment among 105 university students, by measuring the variations in mental acuity and reasoning speed after drinking products supposedly originating from different countries. The results indicated that the origin from a country with a negative stereotype regarding product quality can generate a negative placebo effect. In other words, the subjects who drank the beverage thinking it was from China performed worse that the participants of the control group, who thought the drink came from Germany. However, we did not identify a positive placebo affect of that country of origin. |
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The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product PerformanceO Efeito Placebo em Marketing: a Capacidade de o País de Origem Modificar O Desempenho do ProdutoPlacebo effectCountry-of-origin stereotypeCountry-of-origin effectEfeito placeboEstereótipo do país de origemEfeito país de origemThe placebo effect was first noted in studies in the areas of clinical medicine and pharmacology, and basically consists of the ability of inert products to produce effects because of the user’s belief in their efficacy. Stereotypes due to the country of origin of products is a global phenomenon, in which goods from countries with negative stereotypes are perceived as having worse quality in relation to products from countries with positive reputations. This study analyzed the occurrence of this effect for an energy drink, based on an experiment among 105 university students, by measuring the variations in mental acuity and reasoning speed after drinking products supposedly originating from different countries. The results indicated that the origin from a country with a negative stereotype regarding product quality can generate a negative placebo effect. In other words, the subjects who drank the beverage thinking it was from China performed worse that the participants of the control group, who thought the drink came from Germany. However, we did not identify a positive placebo affect of that country of origin. O efeito placebo tem sua origem atrelada aos estudos ligados às ciências médicas e farmacológicas e, basicamente, consiste na capacidade de produtos inertes produzirem efeitos por meio do seu uso ou consumo. O estereótipo do país de origem se apresenta como uma crença global, em que produtos oriundos de países com estereótipo negativo são associados a produtos inferiores e de má qualidade. Esta pesquisa analisou a ocorrência do efeito placebo desencadeado pelo país de origem do produto. Para tanto, foi realizado um estudo experimental, operacionalizado com 105 estudantes universitários. O experimento verificou variações na acurácia mental e rapidez de raciocínio de indivíduos que ingeriram bebida energética que, supostamente, era produzida em diferentes países. O teste mostrou que o país de origem com estereótipo negativo é capaz de gerar um efeito placebo negativo sobre o desempenho do produto, ou seja, os participantes que ingeriram a bebida acreditando que a mesma tinha origem chinesa tiveram um desempenho inferior, quando comparados aos participantes do grupo de controle. Não foi identificado, no entanto, a ocorrência de efeito placebo gerado pelo estereótipo positivo do país de origem. FUCAPE Business Shool2015-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/15310.15728/bbr.2015.12.5.3Brazilian Business Review; Vol. 12 No. 5 (2015): September to October 2015; 39-56Brazilian Business Review; v. 12 n. 5 (2015): Setembro a Outubro de 2015; 39-561808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/153/237http://www.bbronline.com.br/index.php/bbr/article/view/153/238Lazzari, FernandaSlongo, Luiz Antonioinfo:eu-repo/semantics/openAccess2018-10-31T19:07:16Zoai:ojs.pkp.sfu.ca:article/153Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-10-31T19:07:16BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance O Efeito Placebo em Marketing: a Capacidade de o País de Origem Modificar O Desempenho do Produto |
title |
The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance |
spellingShingle |
The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance Lazzari, Fernanda Placebo effect Country-of-origin stereotype Country-of-origin effect Efeito placebo Estereótipo do país de origem Efeito país de origem |
title_short |
The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance |
title_full |
The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance |
title_fullStr |
The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance |
title_full_unstemmed |
The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance |
title_sort |
The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance |
author |
Lazzari, Fernanda |
author_facet |
Lazzari, Fernanda Slongo, Luiz Antonio |
author_role |
author |
author2 |
Slongo, Luiz Antonio |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Lazzari, Fernanda Slongo, Luiz Antonio |
dc.subject.por.fl_str_mv |
Placebo effect Country-of-origin stereotype Country-of-origin effect Efeito placebo Estereótipo do país de origem Efeito país de origem |
topic |
Placebo effect Country-of-origin stereotype Country-of-origin effect Efeito placebo Estereótipo do país de origem Efeito país de origem |
description |
The placebo effect was first noted in studies in the areas of clinical medicine and pharmacology, and basically consists of the ability of inert products to produce effects because of the user’s belief in their efficacy. Stereotypes due to the country of origin of products is a global phenomenon, in which goods from countries with negative stereotypes are perceived as having worse quality in relation to products from countries with positive reputations. This study analyzed the occurrence of this effect for an energy drink, based on an experiment among 105 university students, by measuring the variations in mental acuity and reasoning speed after drinking products supposedly originating from different countries. The results indicated that the origin from a country with a negative stereotype regarding product quality can generate a negative placebo effect. In other words, the subjects who drank the beverage thinking it was from China performed worse that the participants of the control group, who thought the drink came from Germany. However, we did not identify a positive placebo affect of that country of origin. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-09-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/153 10.15728/bbr.2015.12.5.3 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/153 |
identifier_str_mv |
10.15728/bbr.2015.12.5.3 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/153/237 http://www.bbronline.com.br/index.php/bbr/article/view/153/238 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 12 No. 5 (2015): September to October 2015; 39-56 Brazilian Business Review; v. 12 n. 5 (2015): Setembro a Outubro de 2015; 39-56 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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